What is Availability Heuristic?
The tendency of consumers to only take into account those options that come readily to mind; a mental short-cut that removes the need to sift through every piece of evidence before making a decision. Byron Sharp demonstrates the importance of gaining mental availability in his book ‘Helping Brands Grow’. Here he describes the importance of building ‘distinctive assets’ such as colours, logos or mission associations, which all have the power to achieve mental availability. He argues that brands must cherish these at all costs and, over time, broaden the number of things with which they’re associated. For retailers rooted in the digital arena mental availability is even more important as your brand, unlike those on the physical high street, remains invisible to someone looking at their phone/computer until it’s searched for or pops up via Google, social media or banner advertising etc.